... on the working woman in her 20s who cares for her skin and complexion. The change in positioning aims to revitalize the brand in the minds of young consumers. Cinthol not performing to the best of its potential and hence it was essential to boost the sales and its market share. Cinthol had come a long way since...

...Paul Marsden This paper illustrates how memetics, the Darwinian science of culture and creativity, can be used to enhance brand positioning. Using a simple but powerful technique of memetic analysis, it is shown how marketers can unpack how brands are actually positioned in the minds of consumers...

... new portfolio matrix. Rather it describes a broadly based approach that gives users more control over portfolio design and analysis. Describes a data‐driven approach to the analysis of competitive position that has its origins in a portfolio‐based methodology previously described by Moutinho...